PIM
Manage all product content in one central system of record.
Activation
Easily syndicate product content to every consumer touch point.
Enhanced Content
Enrich product pages with below-the-fold content and rich media.
Catalog Sites
Share customized, up-to-date digital product catalogs.
Automation
Enhance collaboration with Salsify’s automated workflow engine.
Activation Insights
Continuously optimize your organization’s product content syndication.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
PXM Platform, Integrations, and APIs
Integrate the PXM platform with the rest of your enterprise systems architecture.
Supplier Onboarding
Accelerate supplier onboarding while ensuring your schema requirements are met.
Product Listing
Sell products faster with Product Listing.
Content Enrichment
Increase online conversions with Content Enrichment.
Automation
Save time and increase operational efficiency with retail automation.
SXM Platform, Integrations, and APIs
Integrate the SXM platform with the rest of your enterprise systems architecture.
Activation Network
Automate how you exchange product content data to the digital shelf.
Enhanced Content Network
Turn product pages into product experiences with Enhanced Content.
Ecommerce Platform Integrations
Create winning product experiences on owned sites with powerful ecommerce software.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
Open Catalog
Connect to the digital shelf faster with an open, standardized, and free product catalog.
Resources
Resource Library
Explore our ecommerce resources to get everything you need to win on the digital shelf.
Blog
Read our blog to get actionable insights for navigating changing markets and industry demands.
Webinars
Watch our on-demand ecommerce webinars to gain expert advice and tips from our community of industry leaders.
Engineering Blog
Explore our engineering blog to get developer resources, insights, and tips.
Events
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Knowledge Base
Investigate our knowledge base to build your Salsify skills and understanding.
Product Updates
Explore the latest news and updates for Salsify products.
API
Examine our comprehensive API and webhook guides to start working with Salsify quickly.
Learn how to prioritize and deliver what your shoppers want with the latest insights.
I can not tell a lie: I've never eaten KFC. Despite that, watching this commercial made me consider a little late night stop, and not just because my roommates were enthusiastically discussing the merits of KFC by the ad's end. So, why is this ad worth watching?
A recent report by Cohn & Wolfe revealed that consumers rate "honesty and transparency" alongside price and quality when considering wether to buy a product or brand. This is a direct backlash from decades of corporate dishonesty and misrepresentation. This ad doesn't claim that KFC is healthy or try to make the assertion that it's the best food out there. Instead they focus on the actual value of the product, which is the low price in relation to the amount of food purchased. In other words, they're being honest about what they offer customers.
Have you ever seen a commercial and wondered, "who exactly are they trying to appeal to?" because I have. It's the result of a company being disconnected from it's core audience or being unrealistic about their customer acquisition strategy, and it nearly always annoys and alienates viewers. Everything in this ad is working in tandem to appeal to the 18-30 year old male demographic, which also happens to be the demographic of my three KFC loving roommates. They cast actors who are unique enough to be memorable, but normal enough to be relatable. They used editing techniques to make it look as though the whole thing was filmed with someone's smart phone, and the script was skillfully written to sound like a realistic conversation a guy might have about KFC with his buddies; I've heard many nearly identical conversations in my own living room.
There are many things that merit serious consideration and relfection in this world, but a $5 fill up from KFC isn't one of them. Brands that over-produce "serious" commercials to promote their brands are really only advertising the fact that they're out of touch with the people they're trying to sell to. The overall tone of this commercial from the pacing to the music to the mention of $5 checks from grandma and how annoying they are to cash, is the perfect mixture of laid back and tongue in cheek.
A commercial that actually converts customers is a rare occurance; it's a safer bet to let products and their content speak for themselves or risk alienating potential customers.
Have you seen a great ad lately? How about one that was really terrible? Give us the 411 in the comments section below.
Glori is a former buyer for an Ecommerce site and a compulsive online shopper using her experience to help retailers and suppliers improve their product content.
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.